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"Vår verksamhet baserar sig på omtanken om kunden" : En kritisk diskursanalys av Svenska Spels marknadsföring och sitt sociala ansvar

Malmstedt, Sophie LU and Hovmöller, Elleonor LU (2019) SOPA63 20191
School of Social Work
Abstract
The aim of this study was to analyze and highlight how AB Svenska Spel relate to their gambling advertising due to their social responsibilities and to analyze what image Swedish media direct to Svenska Spel. A critical discourse analysis, based on Fairclough's theory of discourses, was chosen to address how discourses are manifested and are expressed in text. The study has used Svenska spels website Svenskaspel.seand Spelalagom.se, an interview from Sveriges Radio P1 with Svenska Spels CEO and articles written in the Swedish media about Svenska Spels advertising from the 1st of january 2019 when a new law about gambling and gambling advertisement established.Conclusions from this study include that the Swedish media address a negative... (More)
The aim of this study was to analyze and highlight how AB Svenska Spel relate to their gambling advertising due to their social responsibilities and to analyze what image Swedish media direct to Svenska Spel. A critical discourse analysis, based on Fairclough's theory of discourses, was chosen to address how discourses are manifested and are expressed in text. The study has used Svenska spels website Svenskaspel.seand Spelalagom.se, an interview from Sveriges Radio P1 with Svenska Spels CEO and articles written in the Swedish media about Svenska Spels advertising from the 1st of january 2019 when a new law about gambling and gambling advertisement established.Conclusions from this study include that the Swedish media address a negative discourse against Svenska Spel and their advertising. The Swedish media is also critical about the fact that Svenska Spel is owned by the government and the media puts forth that earning money is more important to Svenska Spel than their social responsibilities, such as prevent that people end up with gambling problems. Svenska Spel creates a positive picture of gambling and gamblers. They also respond to the critics from media by showing how seriously they take their social responsibilities by always putting the customers interest in first place. (Less)
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author
Malmstedt, Sophie LU and Hovmöller, Elleonor LU
supervisor
organization
course
SOPA63 20191
year
type
M2 - Bachelor Degree
subject
keywords
Svenska Spel, gambling advertisement, media, discourse, social problems, spelreklam, diskurs, sociala problem
language
Swedish
id
8983204
date added to LUP
2019-06-14 11:55:02
date last changed
2019-06-14 11:55:02
@misc{8983204,
  abstract     = {The aim of this study was to analyze and highlight how AB Svenska Spel relate to their gambling advertising due to their social responsibilities and to analyze what image Swedish media direct to Svenska Spel. A critical discourse analysis, based on Fairclough's theory of discourses, was chosen to address how discourses are manifested and are expressed in text. The study has used Svenska spels website Svenskaspel.seand Spelalagom.se, an interview from Sveriges Radio P1 with Svenska Spels CEO and articles written in the Swedish media about Svenska Spels advertising from the 1st of january 2019 when a new law about gambling and gambling advertisement established.Conclusions from this study include that the Swedish media address a negative discourse against Svenska Spel and their advertising. The Swedish media is also critical about the fact that Svenska Spel is owned by the government and the media puts forth that earning money is more important to Svenska Spel than their social responsibilities, such as prevent that people end up with gambling problems. Svenska Spel creates a positive picture of gambling and gamblers. They also respond to the critics from media by showing how seriously they take their social responsibilities by always putting the customers interest in first place.},
  author       = {Malmstedt, Sophie and Hovmöller, Elleonor},
  keyword      = {Svenska Spel,gambling advertisement,media,discourse,social problems,spelreklam,diskurs,sociala problem},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Vår verksamhet baserar sig på omtanken om kunden" : En kritisk diskursanalys av Svenska Spels marknadsföring och sitt sociala ansvar},
  year         = {2019},
}